Did you hear in the news recently that the Polaroid instant camera is undergoing something of a revival as a new generation catches up with the attractions of getting immediate results? (As if the expression “instant gratification” were not already common currency…) The photographer at London's Brightside print and design agency is intrigued to hear of this analogue development.
Polaroid had stopped making their film a few years ago, so a group of people calling themselves the Impossible Project nevertheless set themselves the task of proving that it’s very possible to produce a film for the Polaroid. And now, they’re looking to devise Polaroid technology to use with the iPhone in an odd but none-the-less strangely attractive mélange of past, present, and future.
But London photographer Brightside knows there’s no need to go back to the past to find the future, or even the present, for photography. For the new leaders in the digital camera field, wi-fi connectivity means that you no longer need to plug in your camera to download photos to your computer. With some models, you can deliver your shots straight to television, if you want to make a real show.
A touch screen can make the camera seem very easy for you to use. An optical zoom of 21x is available for well under £500, and you have a choice of using your camera in fully automatic mode, or fully manual, or anywhere in between. If a mere photograph seems a bit on the small side, video capability is also usually on offer as a standard feature.
The bells and whistles attached seem almost countless, with the only drawback being that you still need to plug in a battery to charge it up. But still, professional London photographer Brightside can find plenty to wonder at.
My father would have been spoilt for choice – and totally bamboozled by the variety of options available. He was very keen on cameras. Indeed, he was an avid adopter of innovative ideas and technologies, not just in cameras, but in all manner of post-WWII developments.
Unfortunately for him, Pa was also susceptible to advertising and marketing strategies and he’d often allow hope to triumph over experience. The latest camera was surely going to take better pictures than the older one had. Not so? A certain new lense, maybe, or a different filter might be the answer?
It was sad to watch disappointment and, eventually, disillusionment set in over the years. Albums full of unsatisfactory photographs tell the real story: Pa just didn’t have much of an eye for the task. And while digital editing may have helped him a bit, if you haven’t captured the material you want in the first place, you’re never going to get the result you dream of.
Perhaps you have products you’d like to photograph but suspect that, however good your camera, you may not quite get the best image possible, so why not talk to London design and print supplier Brightside (number above), about their photography services or view a case study of Drapers Academy?